celebrity association

Business Management Unit 2, Area of Study 3: ‘Managing the public relations function’

Company image

For each of the following company logos, select ONE word to describe the desired image that each organisation is trying to portray and ONE word to

describe the actual image presented (if you think it is different from the

desired image).

Celebrity associationOrganisations often use celebrities to promote their products, services or initiatives in order to create a desired image.

View the following five slides (first determine who the celebrity is and the brand or initiative they are endorsing), then:

Discuss the the image that the organisation is trying to portray by using a celebrity spokesperson.

Has the advertisement been successful?

Shane WarneHair loss treatment

‘I’m regrowing my own hair … Yeah Yeah! The decision for me to do something about my hair

loss was simple … I didn’t want to go bald. So as soon as I started to lose hair I saw Advanced Hair Studio, and under therapy my own hair started to

grow again.’

http://www.advancedhair.com.au/content/mens-therapies/results-before-after/shane-warne

Jennifer HawkinsThe face of Myer

http://www.myer.com.au/video-spotlight.aspx?view=15

http://sassisamblog.com/2010/07/12/exclusive-first-look-jennifer-hawkins-jessica-hart-for-myer-ss/

Hugh Jackmanendorses Asahi beer

http://www.japanprobe.com/2010/03/13/hugh-jackman-drinks-asahi-super-dry/

http://www.examiner.com/article/hugh-jackman-a-japanese-beer-commercial

Cate Blanchettendorses SK-II facial treatment

http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/cate-blanchett/

Michael CatonPromoting the carbon tax

Changes in image Click on the links in the following five slides.

What controversy or scandal is depicted in each photo or article? In each case, explain how the image of the individual or organisation may have been tarnished.

AND

How has the controversy or scandal reflected on each organisation, individual and/or brand?

Carlton captain Chris Judd suspended over ‘chicken

wing’ tackle

http://www.adelaidenow.com.au/sport/afl/carlton-captain-chris-judd-suspended-for-four-matches-by-afl-tribunal-for-chicken-wing-tackle/story-e6freck3-1226426894360

EnergyWatch CEO Ben Polis sacked for racist, sexist

remarks on Facebook

http://www.heraldsun.com.au/afl/demons-probe-sponsor-ben-polis-racist-rants/story-fnctrk3q-1226319037998

Tiger Woods scandal

http://www.google.com.au/search?q=tiger+woods+scandal&hl=en&client=safari&rls=en&prmd=imvnsuo&source=lnms&tbm=isch&sa=X&ei=0VQaUKWiHurwmAXqp4HwAw&ved=0CE0Q_AUoAQ&biw=1400&bih=870

http://www.telegraph.co.uk/sport/golf/tigerwoods/6907788/Tiger-Woods-affairs-may-have-cost-sponsors-shareholders-12bn.html

http://www.guardian.co.uk/sport/2011/oct/05/tiger-woods-new-sponsor-san-jose

Planet Ark

Environmentalist group ‘loses its way’ according to former members

‘Planet Ark receives $700 000 from the timber industry’‘Working with timber industry to update certification system.’

http://www.abc.net.au/news/2012-07-31/planet-ark-founders-cut-ties-with-lost-organisation/4167146

News of the World phone hacking scandal

(News Corporation)

http://www.google.com.au/search?q=news+of+the+world+scandal&hl=en&prmd=imvns&source=lnms&tbm=isch&sa=X&ei=jlQaUPaNOsGimQWWwoEw&ved=0CEYQ_AUoAQ&biw=1400&bih=870